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article imageOp-Ed: Is ‘vlogging’ becoming the latest career for Generation Y?

By Katherine Ogilvie     Jun 20, 2014 in Internet
The number of people out of work in the UK fell by 133,000 to a five-year low of 2.2 million in the three months to March. However, although unemployment is at record levels, an increasing number of jobs are part time rather than full time.
In April, the Office for National Statistics revealed that nearly half of the big companies in the UK use a total of 1.4 million zero-hour contracts, which means that employees are not guaranteed minimum hours.
On top of this, the employment situation for graduates still isn’t looking too positive either. Almost half of recent graduates in the UK are in non-graduate jobs, compared with 39 percent before the financial crisis struck. The number of graduate vacancies has fallen by 19 percent in the past year to October and advertised graduate salaries have decreased by 3.4 percent compared with last September forcing graduates to take lower-skilled jobs that do not require a degree qualification.
Much of generation Y has already recognised that job prospects in the UK aren’t necessarily that good and many have seen it as an opportunity to start up their own business. This is supported by the BBC stating that the rise in self-employment has been a significant contributing factor in achieving the highest number of people in employment since records began in 1971.
So the question is what are these young entrepreneurs doing and how are they becoming so successful at such a young age? Well, one of the most recent up and coming trends is the increasing number of Gen Y’ers becoming video bloggers also known as a vlogger. They are using social media to become well-recognized stars on the Internet, video blogging about their interests from fashion and beauty to the latest reviews on gaming. Other fellow generation Y’ers value their opinion so much that these vloggers have managed to gain millions of social media fans — so much so that companies are now giving them their products for free and paying them to advertise their products to their thousands of followers.
For example, take Tanya Burr, a 24-year-old fashion and beauty vlogger based in Norwich. She has 2.1 million YouTube subscribers, 367K Facebook likes and 739K Twitter followers. And because of her huge fan base, she has now teamed up with Unilever beauty brands including Dove, Tresemmé and VO5 — and that’s not all, she is also being pursued by premium brands with the likes of Chanel, Dior an YSL. Businesses are seeing it as a great opportunity to get their products out there and sell to their target market.
However, these bloggers won’t just advertise anything — take Zoe Sugg (also known as Zoella) who has over 2.2 million followers on Instagram and 1.55 million on Twitter states that "brands do want to send me things but I only ever recommend products I genuinely like. My viewers trust me. I probably turn down 90 per cent of deals." These vloggers don’t want to lose the appeal from their fans — as their fans are the most important thing in their career. So where else do these vloggers make their money? Advertising is a great source of income for these young bloggers, helping to pay their salaries — a banner on a vlog is said to cost up to £20,000 a month and product placement £4,000. Ms Burr and Ms Sugg are just two examples of the many successful bloggers that have recognised vlogging as a great opportunity to create a career that they love.
But money isn’t the only reward that these vloggers get. They find themselves getting invited to the hottest events including London fashion week, but more importantly they are doing something they are really passionate about and communicating it across to their thousands of fans in the comfort of their own home. Lambda films who specialise in video production in Norwich have expressed how delighted they are to see an increasing number of younger people becoming interested in video and creating their own career out of it. “It’s great to see young people who have been brought up alongside the emergence of social media tools learn to be creative with them and earn a living,” said Ryan Stone the Creative Director of Lambda who has his own video marketing blog, Retina Burn.
However, any generation ‘Y’ers that are considering starting a career in the vlogging industry need to recognise that it doesn’t just happen overnight. Being a successful vlogger requires complete dedication, regularly checking and posting on social media accounts 24/7.
As the popularity of video continues to increase and become even more influential on people’s lifestyles, we can expect to continue to see more and more of the younger generation recognising it as an ideal opportunity to kick start a career in something they love, rather than getting caught up in a job they don’t want, where they are over qualified or one that exploits them with a zero hour contract.
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of DigitalJournal.com
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